Historic Germantown thinks local for event-marketing push

In effort to increase event visibility, Historic Germantown has retained AYS Sports Marketing for marketing consultation.

“We really feel that Germantown is Philadelphia’s, and potentially America’s, best-kept secret and we are trying to change that,” said Hester, executive vice president of AYS, a full-service marketing consulting company that works with corporate and non-profit organizations.

“People don’t know about us and we really feel that these historic attractions are as important as the Liberty Bell, Independence Hall and the Betsy Ross House and we want to convey that message through these special events,” continued Hester, a Germantown resident.

Due to the organization’s established track record for successful events, AYS will focus on adding some twists while promoting to area residents. It also hopes to get the corporate community involved in partnerships.

Barbara Hogue, executive director of Historic Germantown, which is a consortium of 15 cultural and historic sites in Northwest Philadelphia, said they wanted someone local who knew the neighborhood’s assets and challenges.

“You don’t have to explain to [Brian] what is special about the neighborhood,” Hogue said. “He already knows what’s so special about it. He lives here and he is here every day.”

Hogue said she thinks the marketing arrangement will be instrumental in setting up media partnerships, negotiating sponsorship deals and developing business relationships to support annual events like Juneteenth, the Fourth of July Celebration and the Revolutionary Germantown Festival.